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Dealers laud '98 Lincoln-Mercury spots

Published on September 01, 1997.

Ford Motor Co.'s Lincoln-Mercury Division 1998 TV spots are the best in years from the Detroit office of Y&R Advertising, according to dealers who saw them. Each Mercury spot opens with a channel-surfing male watching "Imagine TV," a nod to the automaker's "Imagine yourself in a Mercury" tag, which will stay. Lincoln keeps its "What a luxury car should be" tag. The humor should help woo younger customers, dealers said. The division is preparing to launch several new models, and so is likely to up spending from its 1996 level of $274 million.